Product Variant Selector
Conjointly Product Variant Selector (PVS) is a comprehensive methodology for testing up to 300 product ideas that helps you identify the most appealing product variants for your brand or product category. It combines several techniques that our team have developed and refined on full-service projects for FMCG brands:
Choice of most appealing variant idea among a set of several variants (similar to conjoint analysis).
Adaptive experimental design algorithm that reduces sample size and brings clarity around top variants by zooming in on most promising ideas.
Diagnostic questions using a range of methods, including our unique dual negative-positive scale to help you get a de-biased view of how your customers see each product idea and compare results across cultures and countries.
Brand associations to help you check which brand each product idea is most closely associated with.
Open-ended feedback showing both positive and negative reactions to each variant.
Summary of preferences and diagnostics for each product idea
Compare performance of different variant on several metrics:
- Preference Score (and Rank) from choice-based questions where respondents pick the product variant that appeals to them the most.
- Diagnostics to help you assess how respondents rate variants on either standard questions ("healthy", "natural", "premium", etc.) or your own measures.
Summary of responses for multiple choice diagnostic questions
Percentage of responders who selected each option are shown for each product idea, allowing for comparisons between product ideas.
Summary of preferences and diagnostics by topic
If you group your product ideas into different segments, this table will summarise average scores (both preference and diagnostics) for these segments.
Correlations of relative preferences for variants among respondents
Do you want to know whether people who like grape flavour also like strawberry flavour? With this table, you can explore what preferences are correlated and which ones are not.
This output is only available for tests of up to 50 product variants.
Brand associations for each product idea
If you are testing a generic product, you can add a list of brands. We will check which brands respondents associate a product idea with. If you are testing your own branded product, add sub-brands and brand extensions. This table will summarise what percentage of respondents associate each variant with different brands.
Passport of a product idea
Each product idea gets its own passport that shows how well it performs on each metric and shows positive and negative reactions.
Product variants that are among top ideas and also perform well on diagnostics receive a seal of approval as Winning Variants.
TURF stands for Total Unduplicated Reach and Frequency. It is a technique that came into prominence during the 1950s in the space of media planning. In this report, we are only using the "reach" component of this technique.
Reach is the percentage of respondents for whom at least one of the product ideas in a particular combination is their most preferred variant. That is, it is a measure of how many respondents can be "activated" by a combination of variants.
Importantly, product ideas are tested one-by-one (not in combinations). Therefore one must be careful not to misinterpret this as ranking of preferences for combinations of products.
This output is only available for tests of up to 50 product ideas.
Complete solution for product range optimisation
Fully-functional online survey tool with various question types, logic, randomisation, and reporting for unlimited number of responses and surveys.
Efficiently test up to 300 product claims on customer appeal, fit with brand, and diagnostic questions of your choice.
Identify winning product variants from up to 300 different ideas (e.g., designs, materials, bundle options) on customer appeal, fit with brand, and diagnostic questions of your choice.
Test 2,3, or 4-way combinations of up to 100 claims for categories where products show several claims at once.
Efficiently test product descriptions to identify the best one for your product
Feature and claim selection and measuring willingness to pay for features for a single product.
MaxDiff (aka Maximum Difference Scaling or Best–Worst Scaling) is a statistical technique that creates a robust ranking of different items, such as product features.
Pricing, feature and claim selection in markets where product characteristics vary across brands, SKUs, or price tiers.
Ask respondents to evaluate product concepts and digital assets one-by-one to get a read of their preferences and perceptions with various question types.
Efficiently evaluate potential business names to identify the best one to represent your brand
Efficiently test potential brand names to identify the best one to represent your business
Efficiently test potential domain names to identify the perfect new home for your brand
Efficiently test potential product names to identify the best one to reflect your brand
Efficiently test potential business card designs to identify the best one for your business
Determine price elasticity for a single product and identify revenue-maximising price level.
The Price Sensitivity Meter helps determine psychologically acceptable range of prices for a single product and approximately estimate price elasticity.
Conduct automated TURF analysis on results of any Conjointly experiment (or an outside dataset) using this user-friendly TURF analysis tool.
Test pricing of new and existing consumer goods in a competitive context using elasticity charts, revenue, and profitability projections.